Ken Roberts

Chief Executive Officer @ Forethought

Ken is a member of the Centre of Business Analytics advisory board at the Melbourne Business School. He has previously been an academic at Monash University and an Associate Professor here at the Melbourne Business School. In October 2016, the Vice Chancellor of Monash University honoured Ken’s contribution to marketing with a Distinguished Alumni Fellowship.

Ken has made an extremely valuable contribution to the marketing profession globally. Ken is a serial innovator and inventor developing algorithms patented in the UK, US and Australia which model the implicit emotion versus the rational drivers of consumer choice.

Ken founded Forethought in 1994 pioneering the application of advanced analytics in marketing and is best known for using advanced predictive analytics to drive insight to develop marketing strategies for:

Kmart, Optus, Jetstar, Coles, AustralianSuper, CBA, MLC, Deloitte, and NBN. Forethought uses both surveys and organisational data to address organisations’ most fundamental questions:

How do I efficiently gain and retain market share?

How do I drive the efficacy of my communications?

How do I optimise customer experience?

 

Forethought opened a New York office in 2012 and has worked with:

Hershey, Applebee’s, IHOP, JetBlue and Nestlé.

 

Amongst his industry recognition, Ken has been awarded several awards such as the:

ARF Gold David Ogilvy Award for Research in Communications;

Twice won the AMSRS Award for Innovation in Research Methods;

Twice won the AMSRS Award for Commercial Effectiveness; and

Has won the Australian Marketing Institute Certified Practising Marketer of the Year.

Ken has twice been a finalist in the globally prestigious INFORMS MSI Practice Prize.

And last but not least Ken has been published extensively, including twice in the Tier One Journal of Marketing Science.